They share the same root, and have simply been adapted to allow for more effective exploitation in specific events or regions. Difficult merchant guilds want a

They share the same root, and have simply been adapted to allow for more effective exploitation in specific events or regions. Difficult merchant guilds want a special god of their own? Invent the concept of saints and name a celebrated dead guild member the saint of commerce and prosperity. Backwards locals won't stop celebrating their fake goddess Ēostre? Create fake story about "Easter" to push instead.